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Poster: Harry Wilson Date: Aug 17, 2014 1:59am
Forum: oldtimeradio Subject: Re: Looking for 'Guiding Light' episodes from 1953

I'm afraid you've stumped me on the question of daytime vs. evening show commercial times; perhaps someone more knowledgeable about daytime radio can wade in with an opinion. I can tell you that many of the breakfast-time radio shows were essentially feature-length commercials for the sponsor.

It's also hard to say exactly how many minutes were devoted to the sponsor in many evening shows, particularly comedies like Jack Benny and Burns & Allen, as the sponsor's plugs were integrated into the script. Benny let his sponsors write the opening and closing commercials, but insisted that his own writers be allowed to create the middle commercial, as part of the show.

An excellent example of this can be heard in a clever reworking of the Ink Spot's hit song 'If I Didn't Care', with new lyrics plugging Lucky Strike cigarettes. It's on this page, #7 in the player:

By the way, I added a post on the Classic TV forum, telling you about my response on this forum. Since you posted about Vincent Price recently, I also mentioned another Price television performance, as well as a Jack Benny radio show of the same script: